Role of Feminisation, ET BrandEquity

<p> The reason for femininity is that there is more preference for female bots than male bots. </p>
<p>“/><figcaption class=The reason for femininity is more preference for female bots than male bots.

By Shalini Nath Tripathi and Nishtha Malik

Institutions and users around the world are fascinated by artificial intelligence (AI). The exponential increase in computing and data capabilities has complemented development-based software (AI) applications, technological interventions that are being deployed for increasingly complex tasks such as game-based applications. On AI to check for malignancy. Businesses around the world are using AI software to process large amounts of data for informed decisions.

One of the fastest growing applications is the social AI bots, which can reduce the cost of repetitive services, provide innovative services while improving operational efficiency and reliability.

The organization is looking to take advantage of future trends by deploying these technological interventions for capturing customer value as well as protection against any distractions. Although media coverage and public interest have raised expectations, proper deployment can lead to value creation and widespread acceptance by consumers.

Interactive social robots are gaining widespread popularity. The main function of these bots is to interact with users, answer their questions and solve concerns. Many organizations have replaced human customer service operators with social robots. Therefore, this AI-based software has great promise for service providers, customers and users looking for a quick and easy solution to their questions.

However, if these robots are to replace humans, their interactions must be similar to those of humans. There is a tendency observed in users for trusting AI-based robots less than human intelligence in certain domains. Some of the contexts where this lack of confidence is evident are the use of AI-based healthcare programs, self-driving cars, retail stores, restaurants and hotels. An obvious solution for organizations is to anthropomorphize or add social signals to applications based on their algorithms. Anthropomorphism incorporates human vision as an attribute in non-human objects. Some of the most commonly used social signals are social presence, humor, and procrastination.

So AI-based robots can be manipulated by distributing attributes such as words as well as non-verbal communication, representation and movement. One notable observation, referring to the anarchy of these robots, is the successful implementation of the female gender for achieving greater user acceptance. Some popular examples are virtual assistants like Alexa (for Amazon), Siri (for Apple) and Cortana (for Microsoft). This gender bias stems from the fact that consumers believe that female bots tend to have improved social qualities such as empathy, warmth, and empathy.

Derived from the theories of the concept of humanization and humiliation, the level of perception of humanity (of male and female robots) needs to be interpreted. It will help us build a broader understanding of the femininity of these AI-based robots and their acceptance by users.

One of the reasons for femininity is the preference for female bots over male bots. Then there is the idea of ​​benevolent sex, which recognizes women as more emotionally mature and sensitive, albeit incompetent, called non-fiction sex. Thus, there is a high perception of women in communicating the warmth and experience of emotions, human qualities and lack of machines.

So AI developers aim to incorporate this human content into inanimate algorithms. This makes femininity a characteristic for the full human perception of robotics, which is capable of performing computational tasks effectively while experiencing real emotions.

Thus, using a combination of social signals and social aspects can make the robot look more human. This increases the consumer perception of social presence, promotes perception of parasitic interactions. Combined effects enhance user-bot interaction. This, in turn, could pave the way for a successful voice business, resulting in a paradigm shift in retail buying trends.

The author is a faculty member at the Jaipuria Institute of Management, Lucknow. The views shown are personal.

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  • Posted on November 24, 2022 at 08:00 AM IST


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